About the Opportunity
This is a brand-builder role. Not a campaign manager role, not a channel specialist role. A role for someone who wants to own the digital presence of a brand with real momentum and turn it into a category leader.
Fusion is a ready-to-drink protein shot built around a genuinely differentiated product: 21 g of premium BLG whey protein in a 100 mL shot, zero sugar, zero prep. It is clean, convenient, and positioned for a consumer who wants real nutrition without the shake drama. The brand is live and growing: Fusion is already in more than 2,000 retail locations, and further product launches are slotted for Q1 2027. The digital engine now needs to match that growth.
As Digital Marketing Lead, you will be the person who builds that engine. Paid media, organic social, email and lifecycle, influencer and creator execution, performance tracking, and the AI-powered workflows that tie it all together. You will start by working alongside the Director of E-Commerce and Digital Marketing and our media partners to learn the brand, the accounts and how we run them. Budget and bidding ownership moves to you as you ramp, typically within your first 90 days.
TPB Canada also operates an established portfolio in the cannabis lifestyle essentials space, running B2B wholesale and D2C channels across Canada. You will be primarily focused on Fusion but you will be part of a broader digital team and that context will inform how you work.
About Turning Point Brands Canada
TPB Canada is a high-growth consumer products business operating at the intersection of brand building, distribution, and digital commerce. We build and scale brands across Canada with an operator mindset, combining strong execution, commercial discipline, and a focus on long-term value.
The environment is entrepreneurial and intentionally low on politics. Ownership is real, autonomy is real, and accountability is clear. Ideas are encouraged, people are trusted to take initiative from concept through execution, and mistakes are treated as part of the process. Leadership is hands-on, accessible, and direct.
Location and Compensation
- Location: Laval, Quebec (hybrid). Open to remote work from Ontario for exceptional candidates.
- Reports to: Director, E-Commerce and Digital Marketing
- Compensation: $90,000 to $105,000 base plus bonus
What You'll Own
Paid Media
- Own paid digital campaign execution across key platforms including Meta, Google, TikTok, Reddit and YouTube, with new placements launching across AI search, commerce apps, audio and fitness platforms
- Develop and own ROI-focused campaign strategy
- Identify opportunities to improve conversion and revenue across the paid funnel
Organic Social and Brand Execution
- Own organic social strategy and execution across key platforms for Fusion Protein
- Grow a consistent, credible, and on-brand digital presence
- Translate campaign direction into platform-specific content that resonates with Fusion's audience
- Own creator seeding, influencer and UGC direction, from brief to post to performance review
Email, SMS and Lifecycle
- Build and manage email and SMS campaigns, segmentation and targeting; automated flows are built with our CRM partner
- Own retention initiatives and customer engagement programs that turn first-time buyers into repeat customers
- Work with the e-commerce team to ensure lifecycle marketing connects with the on-site experience
Performance and Optimization
- Track performance across all channels and translate data into clear, actionable decisions
- Run structured tests across creative, messaging, audiences, and channels
- Focus resources on what works and move quickly away from what does not
- Own the weekly channel report and test log
AI and Ways of Working
- Build and run AI-assisted workflows for content, creative testing, audience research and performance reporting, using tools like Claude, ChatGPT and n8n
- Automate repeatable work such as reporting, briefs, content repurposing and first drafts, so output grows without adding headcount
- Think in systems, not one-off tasks
Who This Role Is For
- 4 or more years in digital marketing, growth marketing, or e-commerce-focused roles
- Hands-on experience across paid digital and organic social execution
- Hands-on with Meta Ads Manager, Google Ads and GA4, plus Klaviyo or equivalent, and Shopify
- Comfortable pulling and reconciling data across ad platforms and analytics
- Strong understanding of conversion, funnels, and performance metrics
- Experience executing email and SMS or lifecycle campaigns
- Experience managing agencies or contractors and holding them to results
- Experience in a D2C or consumer goods brand environment preferred; wellness industry experience is a bonus
- Exposure to influencer or creator marketing considered an asset
- Professional proficiency in French and English is strongly preferred
Mindset
- You are a generalist by instinct and want to own the whole digital picture, not go deep on one channel
- You have worked on a brand that was still being built and preferred it that way
- You are commercially minded and understand that digital marketing exists to drive revenue, not just impressions
- You move fast, make decisions with imperfect information, and course-correct without drama
- You use AI tools in your work today and can show something you built with them
- You are as comfortable writing a brief as reading a dashboard
- You thrive with ownership and do not need to be managed closely to deliver
How to Apply
Along with your CV, send two short paragraphs. First, a campaign you owned: what you spent, what it delivered, and one decision you made along the way. Second, an AI workflow you built or use in your marketing work: what it does, the tools behind it, and the time it saves.